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Saw a quote on a hipster's tee the other day - "Design is honest, advertising is lying". He was sipping a Lacroix Water, reading off his iPhone X  and rocking Air Jordan 3. 

He's right. Lie through our f*cking teeth if we must, but with a truthful and honest design.
You don't formulate ideas. You stumble upon one. And to stumble on one you need to keep going.
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